Integrated marketing communications plan for Order of St. Camillus

• Main Author: Cadiz, Gerrilyn T.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing > Philippines; Vocation (in religious orders; congregations; etc); Order of St Camillus
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5221
• Institution: De La Salle University

The priesthood is facing a great challenge. Amidst controversies in the Catholic Church and changing global mindset, the priesthood, once popular amongst the Filipino upper and middle class families, has suffered a setback. Several researches have shown dwindling interest in the religious vocation. One such congregation is the Order of St. Camillus. Established in the Philippines in 1975, the Order has eight active communities across the Philippines. It operates hospitals, polyclinics, health care centers, a nursing home and chaplaincies in various medical institutions both in Metro Manila and the provinces. Though it has deep roots in the Philippines, it is still one of the lesser-known congregations in the country, attracting only an average of five inquiries per semester. Its promotional activities are limited to putting posters in bulletin boards of Catholic schools and parishes, flyer distribution and announcements after Sunday masses. The proposed marketing campaign takes into consideration the mindset and behavior of the target market millennials laying out a series of promotional activities that utilize their preferred primary communication channel. Moreover, following the Orders request, the campaign is built on the Orders existing tagline, #daretocare.